KOTEX white pro case study

Brand Activation
CD CONTENT
Test your Brand Activation concept
Test your Brand Activation concept
About Activation
About Activation
Case Study
Case Study
Brand Activation
Test your brand activation
About Activation
Case
Brand Activation from your viewpoint
Brand Activation
Event
Advertising
Trade Promotion
Consumer
promotion
Sampling
Public relations
Communication
Brand activation
News release
TVC
Pricing
Sponsorship
Brand Positioning
Segmentation
Promotion
Product R&D

Distribution
Launch Plan
Outdoor Ad
Brand Activation
Public Activation
Public Activation
Advertising
Advertising
Trade Promotion
Trade Promotion
Consumer
promotion
Consumer
promotion
Door2Door Activation
Door2Door Activation
Public relations
Public relations
Brand Activation
Brand Activation
News release
News release
TVC
TVC
Pricing
Pricing
Sponsorship
Sponsorship
Brand Positioning
Brand Positioning

Segmentation
Segmentation
Product R&D
Product R&D
Distribution
Distribution
Promotion
Promotion
prints
prints
Shopper activation
Shopper activation
Launch, Build and Promote brand
Launch, Build and Promote brand
Merchandizing
Merchandizing
…
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Brand activation in marketing
Brand Activation
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Case
Brand Activation đang ở đâu?
Các công cụ ATL đang trở nên “truyền thống” và không đủ để

làm nhãn trong một thị trường ngày càng trở nên bất thường.
Trong marketing đương thời, sự toàn cầu hoá tạo nên một
một toàn cầu hoá cho Communication và các công cụ ATL. Ví
dụ: ngân sách cho các local tvc càng nhỏ đi
Activation nay là một phần của mọi chiến dịch 360
o
của nhãn
hàng. Trong khi Communication tạo awareness và giới thiệu
benefit nhãn hàng, chuyển tải brand’s character, thì Activation
kết nối tất cả những điều đó vào cuộc sống, tác động trực
diện vào hành động mua và tạo ra những trải nghiệm không
thay thế được.
It activates!
About Activation
Brand Activation
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Thuc hanh
Brand Activation đang ở đâu?
Tại Việt Nam, phần nhiều spender của Brand activation là các
nhãn hàng worldwide, vì sự hiểu biết, kinh nghiệm và ngân
sách của họ trong loại công cụ này
Những nhãn hàng của công ty trong nước phần nhiều đang
vẫn dành ngân sách cho [1]advertising [2]event & PR và
[3]sales & trade promotion
Brand Activation
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Khái niệm về Brand Activation

Theo mục tiêu và dưới một chiến lược rõ ràng của nhãn,
Brand Activation gồm tất cả những gì có khả năng đưa tinh
thần và lời hứa của nhãn hàng vào cuộc sống người dùng
mục tiêu một cách tương tác và trải nghiệm.
Under clear brand’s objectives and strategy, brand activation
is about all that can bring brand spirit and promises to life,
with target consumer’s experiences and interaction
Brand Activation
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Các dạng Brand Activation hay gặp
Hình thức
Public activation (roadshow, event, café activities )
Door to door activation (sampling, demo-selling, )
Shopper activation (in-store activities, đổi quà )
Trade support activation (merchandizing, mysterious shopper)
Activation 360
O
Mục tiêu:
Launch
Build equity
Boost sales
Switch users
…
Brand Activation
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Làm một Kế hoạch brand activation

MKT situation/challenge
Marketing Obj & Strategy
& brand campaign
Activation objective
Activation platform /
concept
Key message/Key
deliveries
Activities & Operation
mechanics
What is the challenge of brand?
Its period of the brand cycle?
What are the mkt obj? What is the marketing
strategy to let the brand reach objectives?
In this marketing plan, what is the role of
activation?
What is the platform, on it the brand can
associate with TA’s life?
What is the single thing that target audience
with get from after activation campaign?
Yep, we have concept. How we develop it
into single executable activities?
Brand Activation
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Case
Case Study
Activation Relaunch KotexWhitePro
Timing: Dec 2006 – Jan 2007
Scope: GT5

Inspirational brandHits
Basic info
Background
Activation brief
KCV planned to relaunch the brand in Nov 2006 with a new
positioning focusing on functional benefits
MiR Consultants is briefed to develop an activation
campaign, which understood as an integrated part of the
launch
Inspirational brandHits
Basic info
Background
Activation brief
Activation Objectives
Build KWP brand awareness
Build KWP brand with premium image and superior
quality
Target of Activation
Competing users of KWP
Female 20 – 35, SEC ABC
Urban – GT5
Modern Feminine Enjoy her life
Inspirational brandHits
Proposal Platform Info
Background
Activation brief
What is the most important to communicate?
KWP is Dry and Safe to skin, that help you always feel
your best and get most out of life in your period
Why should they believe this?

Dermatology test for no skin irritation
New and revolutionary SA top-sheet
Inspirational brandHits
Consumer Insights
FGD briefcase
Key findings
Respondent
Group 1:
6 females – non-officer
Aged 25-30
Group 2
6 females, officer
Aged 25-30
Discussion topic
24 hour stat of life and life style
Shopping behavior
Brand TOM and characterize
Reacts to sanitary pad activation
Inspirational brandHits
FGD briefcase
Key findings
What is your TOM brand? (priorized)
Kotex Style
Whisper
Diana
Kotex Pro
Sofy
Carefree
Where should we do sampling?
“Any places even I am with an opposite sex partner. However sample packaging should be

nice and reserved beautiful outfit (dep va tế nhị)”
Activation?
Just where I am at all-woman places, so that I can spend time and join the activities
How about product functional demo?
For advertising, it should be verbally (VO), should not use visual description
For activation, it’s fine to expose manual demo, but in polite format. -> traditional demo is
not preferred. (“I dun wanna see that demo with the pad, even I am in all-woman places or
am with female partner”)
Key Driven factor to purchase intent?
Functionality
How about sanitary pad TVCs?
There is a need to search for product info, coz they still looking for a best solution for their
healthy life
But should be a very politely expression (ex: tvc Diana Pretty woman: negative perception)
Inspirational brandHits
Key deliveries
Consumer insight
It’s really uncomfortable for me in “period” day with rash
and wet feeling. It restricted me from enjoying my life.
Functional benefit
Keep me Dry and Safe for my skin
(no irritation)
Emotional benefit
I feel so confident & comfortable in any
activities than ever before. I always feel my
best, get most out of life!
Key delivery
Brand awareness
Functional benefit
Brand experiences

Premium, trusted, modern brand
personality
Inspirational brandHits
Where is a platform that can bring the
Key Deliveries to life?
Inspirational brandHits
Activation platform
PLEASURABLE
MOMENTS
insights
It’s really uncomfortable for me in “period” day with unsafe, rash and wet feeling. It discouraged
me & restricted me from enjoying my life. I wish sanitary pad could bring me soft & safe feeling
for my sensitive skin so I could get most out of life and enjoy it at best.
Inspirational brandHits
SAMPLING
-
Rolling Standee
-
Sampling promoter
(boy & girl)
LITE
ACTIVATION
-lighting small
booth
-restroom
branding and
sampling
FULL ACTIVATION
Customized activities
by channel

WOMEN CLUB
WET
MART
BOOK STORE
SMALL
OFFICE
TOWER
OFFICE TOWER
SUPERMART
PLEASURABLE
MOMENTS
CINEMA
THEATRE
NIGHT CLUB
PHÒNG TRÀ
PREMIUM
CAFE
BEAUTY CARE
- spa
Inspirational brandHits
FULL ACTIVATION
Supermart
Invitation
Invitation
Need
recognition
Need
recognition
Product demo
Product demo

Brand
interactive
Brand
interactive
Sampling
& incentive
Sampling
& incentive
Inspirational brandHits
OFFICE TOWER
Premium booth
Key ACTIVATION
Office tower
Invitation to join
Sampling with
demo sample
Invitation to join
Sampling with
demo sample
TA does
web games
TA does
web games
IT indoor
confirm
Winning
IT indoor
confirm
Winning
Booth redemption

Booth redemption
TA gets to
pleasurable
sites
TA gets to
pleasurable
sites
Inspirational brandHits
Mirror sticker
Poster on the back of toilet door
Violet water bowl with floating flower
Key ACTIVATION
Office tower
Rest room branding
Inspirational brandHits
SAMPLING
1
st
day at office
tower
Inspirational brandHits
2
nd
day !
Inspirational brandHits
Beauty Care
points